E-Malt.com News article: USA: Mexican brewers try to seduce Americans with their spicy beer

Mexican companies are hoping they will start reaching Beer market with their spicy kick. Brewers, distributors and a company peddling a pre-made mix are trying to get cash on MICHELADA – a beer served with lime juice, assortied with sweet-and-sour spices, chile pepper, ice and a salted rim - what has been a best seller south in Mexico for decades.

"The michelada isn't new for Mexico, but in the United States it's something special, something they only began to try recently and they like," stated Santiago Clariond, owner of Compania Alimenticia del Norte SA, which makes MicheMix."More people are getting to know the michelada every day," he said.

Sold in 8.38-ounce (250-gram) plastic bottles, usually in the grocery store's beer aisle, MicheMix features salt, lime juice and spices. The "picante" variety is spicy, while a basic mixture offers simply salt and lime.

The new michelada trend has gained steam as American tourists could taste the drink on trips to Mexico, then looked for something similar back home.

Clariond's company began selling the mix in Mexico in 1999 and now exports it to the United States, Costa Rica and Guatemala.

Mexican brands conquered the USA beer market before: Corona surpassed Heineken and has been the United States' top-selling import since 1997.


28 October, 2005